'They Said They’ll Cut ₹10 Crore': ‘Kuberaa’ Producer Alleges Pressure From Prime Video Over Release Date
Producer Suniel Narang claims Amazon Prime Video threatened to reduce ₹10 crore from 'Kuberaa' deal if he didn’t release the film on June 20. Here's what he said about the OTT control
In a candid conversation that sheds light on a growing concern in the Telugu film industry, producer Suniel Narang has spoken about the increasing influence OTT platforms have on theatrical release strategies. The producer, who is backing Sekhar Kammula's upcoming film 'Kuberaa', revealed that Amazon Prime Video allegedly warned him of a ₹10 crore cut from their deal if the film missed its scheduled June 20 release.
"They said they’ll cut ₹10 crore"
Speaking to Gulte, Narang stated, “Yes, Telugu films come on OTT platforms in 28 days, sometimes we drag it to 30 days. They have overtaken everything, and it all goes according to their will. I requested them (Prime Video) to give me a few weeks’ time and a July date because there might be a delay in post-production. They said they’ll cut ₹10 crore if I don’t release on 20 June as planned.”
The producer’s comment underscores the growing influence OTT players hold over post-theatrical business models, especially in regional cinema.
“Industry is finished” in some areas, says Narang
Beyond the Prime Video incident, Narang expressed frustration at the broader system, claiming the industry’s dependency on third-party platforms is harming filmmakers. “The film industry is finished when it comes to certain things, like relying on Qube Cinema for projection, BookMyShow for ticketing and OTT platforms for post-theatrical revenue,” he said.
Despite mounting pressures, Narang pointed out how blame often falls on artists’ fees. “And yet people say artists' remuneration should be reduced. Why should we do that? India has a population of 145 crore, only 50 of them are superstars. They are gods, in my opinion. The issue lies with everything else but them,” he added.
About 'Kuberaa'
Directed by Sekhar Kammula, 'Kuberaa' stars Dhanush, Nagarjuna, Rashmika Mandanna, Jim Sarbh, and Dalip Tahil. It is produced by Suniel Narang and Puskur Rammohan Rao under Amigos Creations. Originally scheduled for an April release, the film is now locked in for June 20, with its digital rights bagged by Amazon Prime Video.
As the theatrical-OTT equation continues to evolve, voices like Narang's point to the urgent need for balance between artistic freedom and commercial obligations.
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